Commercial Bank had spent nearly 40 years quietly delivering quality banking services in the largely rural communities it served until Maria Haun joined the company and shined a spotlight on their successes.

“When I got to Commercial Bank, they had been doing the same thing for the last 30-plus years,” said Haun, the bank’s chief marketing officer and a senior vice president. “They really focus on customer service and they are really good at doing it, but they were not good at telling people how they do it.”

So Haun led the community bank through a rebranding effort that resulted in a more modern logo, a more focused mission statement, a new tagline and a cause-based marketing approach that increased the bank’s visibility by partnering with nonprofits that help the people in the communities they serve.

“November 2015 was our 40th anniversary and I wanted to make sure I got it all done to launch it in January and celebrate the new year with a new look,” she said. “The marketing strategy I created and am implementing here is that everything we do is to help make our customers or our communities we operate in better.”

Her rebranding efforts resulted in MarCom Platinum and Gold awards from the Association of Marketing and Communication Professionals in 2016.

Aimee McCurtain, a friend and marketing colleague, said Haun’s career path has been marked by bringing fresh ideas that challenge traditional marketing strategies.

“She brings a high energy, high intellect and a passion and a drive,” McCurtain said. “When she gets committed towards something, she’ll see it through to the end and do what it takes to get it done.”

In addition to pursuing a doctorate in business administration from Lincoln Memorial University, which she intends to complete by December 2018, Haun holds a master’s degree in curriculum and instruction, a bachelor’s degree in marketing and is a certified ROI Professional.

She began her career as an assistant regional manager for DeVry University in 2000 and gained experience rebranding companies and leading corporate marketing strategies for a variety of businesses. She ran her own marketing consulting firm before being approached in 2015 about helping Commercial Bank with its rebranding and community involvement efforts in East Tennessee and Kentucky.

Through Haun’s coordination, Commercial Bank has sponsored the annual Phillip Fulmer Golf Tournament to benefit the Boys and Girls Clubs of the Tennessee Valley and supported WWE wrestler Kane’s efforts to teach anti-bullying messages in schools through the Kindness Revolution.

“The kids really pay attention and listen to that message of treating everybody with kindness,” said Haun, who also volunteers and helps with fundraising for other area nonprofits. “I hope that I’m leading as an example for my kids and their friends about the importance of taking care of each other.”